What you will find in this Case Study?

The Himalaya story

Marketing plan for the Company

The Marketing Mix 4 Ps

Digital Marketing as a part of its strategy

Social Media Marketing

TV commercials

My Lakshya Campaign

Conclusion

The Himalaya Story

The Himalaya Company was founded in 1930 by M. Manal with a vision that they want to serve humanity by launching Ayurvedic products and to unravel the mystery behind the 5,000 year old system of medicine.

The company started its operations in Dehradun; later spread its wings to Mumbai. In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India.

These days Himalaya is using modern medical science techniques to rediscover and unravel of Ayurvedic secrets.

From the discovery of the company has focused on developing safe, natural and inventive remedies that will help people lead wealthier, healthier lives.

Marketing Plan for the Company

Himalaya Company’s marketing strategy can be defined as one of the most comprehensive yet important in the present times. Himalaya’s biggest marketing strategy was shift from focusing Ayurvedic ideas to herbal personal care. Leading marketing approaches of Himalaya are high quality, wellness, and uncompromised service with a smile. They are able to supply the products needed main by the customers at all times by keeping high standards.

Himalaya’s 4Ps Marketing Mix

Product

Product includes of product variety, Quality, design, features, brand name, packaging, sizes, services, warranties, and returns. In short everything that is essential for a product to stand out in the eyes of its target audience.

Example: Himalaya Neem face wash is a product of great quality, has an exclusive tube design which makes it very appropriate to use and provides satisfying service to its customers.

Price

Price is an attractive component of any product. Price consists of the list price at which it is itemized, discounts that the product offers and other concessions that it gives.

Himalaya products are reasonable and are available in various small and medium size packets which are very convenient to carry.

Promotion

Promotion includes the sales promotions, product promotions, advertising, public relations etc. The company promotes and advertises its product to make it reach to the masses and make people aware of the qualities and effects of the product.

Famous Personality endorsements are a big attraction for the customers to relate with the brand at much higher levels.

Example: Himalaya Neem face wash pitches itself as the teenagers’ product which satisfies to the teen’s pimples and acne problems.

Place

Himalaya products manage to cover sufficient channels and magazines for its promotions and have achieved to place it among the top 3 or 4 brands.

Digital Marketing as a part of its strategy

Digital Marketing is significant for Himalaya’s continuous growth. In fact Himalaya is one of the pioneers of the companies that have a presence on the Internet. At Himalaya online business is not just another task but a critical one at that.

The key elements of Himalaya digital strategy is to engage with customers, attract new customers, provide helpful solutions and expert advice to address our customers’ personal care problems and build awareness for brand Himalaya and vast range of solution based herbal products.

The website interface is very nicely done. Himalaya decided to go in the trend of an online store. This allowed customers who chosen online shopping to purchase what they need. This has been a very fruitful part in Himalaya’s over all business.

The choice of the digital medium depends entirely on the product at least as far as their personal care portfolio is concerned, digital is imperative. The Company will experiment and push the boundaries for brand Himalaya.

TV Commercials

Online marketing helps us strengthen the message and reach out to a wider audience. It also allows for greater creative investigation and deeper conversations.

A couple of months back they launched Fairness Cream – Himalaya Natural Glow Fairness Cream and supported it with a TVC that shows a high-achieving young girl being troubled by skin problems. The character in the commercial is already an achiever and the product steps into her life to solve her skin problems. They wanted to carry the confidence of the character into their online communication as well. The campaign planned centred on the ‘Challenge Accepted’ theme.

Launched with a video that captures the value of fulfilling one’s dream and aims to bridge the gap between passion and career, the response has been fairly impressive. Social media is being leveraged effectively to spread the word.

The film, created by Web Chutney and directed by Sharad Kalawar took about six months from conception to execution and the core insight came from research interviews. ‘My Lakshya’ gives young adults an opportunity to pursue a career of their choice.

Conclusion

The complete re-branding exercise and reorientation in the marketing strategy worked out well for the company.

As in the market they are launching Himalaya’s products. They have large number of products or competitors in the market.

They are committed towards their nation and people and nature as Himalaya is the natural herbal company so they are trying coming with new products to give value to the costumers and no doubt to the nature . They are trying to open the secrets of nature.